As BrewDog gears up to open its first brewery in the U.S. in February, one thing’s for certain about its marketing plan: the popular British craft brewer has no plans to target specific demographics as part of its marketing strategy.

That’s what BrewDog cofounder James Watt said when he sat down with PRWeek to discuss his outlook on communicating with the American market. He also discussed what beer and spirits companies need to do to really make an impression on consumers.